Every day for lunch I cross over the road and go to a nice little cafe.

There's loads of stuff to choose; sandwiches, burgers, full cooked breakfast, salads, wraps... But very often I'll just make something up myself.

They make omelettes for me even though they don't advertise them.

I've recently invented a cold sandwich that is covered in hot gravy... Again, no problem... They listen, and they make.

There's another cafe down the road though, where if it's not on the menu, you can't have it.

Guess which one I go to?

In the service industry you can't just make what you want to make and expect everyone to go along with it.

In a world where people have almost an infinite number of buying choices, how are you going to convince them to buy from you?

I'd say listen to what they want. Find out where their pain points are. Find out how you can help them.

Create a solution based around the information that is presented to you... NOT what you assume the problem is.

If the client wants gravy... Give them gravy.

It's THEIR sandwich after all.